<ul><li>International Search Marketing for Export Success </li></ul><ul><li>Jan Klin </li></ul><ul><li>Jan Klin & Associat...
<ul><li>SEO– Maximising your position in the hitlist </li></ul><ul><li>Click throughs dissipate as we move down the list <...
Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelin...
Submitting to Yandex <ul><li>http://webmaster.yandex.ru/addurl.xml </li></ul>
SEO in Business to Business
SEO in Business to Consumer
The French Site
SEO success in High Tech Manufacturing SEO in High Tech
SEO success in High Tech
Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps,  news, images,  Yo...
Universal Search <ul><li>Google maps, news, images, You Tube, Blogs, MySpace,etc…. </li></ul><ul><li>Certainly Google Base...
Google Base – shopping results Google Base – Shopping Results
 
Google Places <ul><li>Address details on optimised (home) page </li></ul><ul><li>Geo info in ‘title’ tag </li></ul><ul><li...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.   Strategic selection of keyphrases </li></ul><ul><li>3...
The Spidering Process
Are you in the  Google  index? Site:www.yourdomain.com <ul><li>Use the ‘Site’ command with your domain name at the Google ...
Check your spiderability – can the search engines spider your whole site? <ul><li>http://tools.seobook.com/general/spider-...
http://www.se-spider.com /
HTML Sitemap
<ul><li>Use  a sitemap </li></ul><ul><li>Use html navigation </li></ul><ul><li>Add html links to all other important pages...
Register with  Google Webmaster Central (GWC)
Getting the right domain  and hosting <ul><li>UK company </li></ul><ul><li>Targeting the UK </li></ul><ul><li>In UK Englis...
International traffic Issues <ul><li>Search engines will use the top level domain (TLD) to assess where you want traffic f...
Multi language/ Multi site issues <ul><li>Option 1: Have different translated versions of the same website under different...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Strategy and Process <ul><li>The right keywords or keyphrases are the starting point for our strategy </li></ul><ul><li>Tr...
SEARCHER BEHAVIOUR Source:  Internal Yahoo! Data for UK, France, Spain, Germany, Italy <ul><li>Search activity is growing ...
Keyphrase Selection <ul><li>It’s a two stage process… </li></ul><ul><li>1. Developing the Initial List </li></ul><ul><li>2...
Developing the Initial List <ul><li>-  Brainstorm with your self and others you work with - Look at what competitors use (...
https:// adwords.google.co.uk/select/KeywordToolExternal
www.digitalpoint.com
Keyphrase Analysis <ul><li>Or…run a pay per click campaign! </li></ul><ul><ul><li>3 months </li></ul></ul><ul><li>This way...
What are the main factors to consider when selecting and prioritising keyphrases? <ul><li>Search Volume – the number of mo...
What do you do if there’s no direct translation? <ul><li>“ City breaks”  has no direct equivalent in: </li></ul><ul><ul><l...
 
 
Sometimes it’s a problem…
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Major Ranking Factors <ul><li>On Page Factors  (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, descripti...
Textual content is King <ul><li>There is no substitute for good ‘keyword rich’ content </li></ul><ul><ul><li>At least 200-...
The Keyword Density  Issue for Visible Text <ul><li>What do you think of this bit of copywriting! </li></ul><ul><li>Our  Y...
www.asgservices.co.uk
Capturing content below the scroll
www.aadrvarksafaris.com
 
 
Even Busy Ecommerce sites!
More copywriting examples…. <ul><li>Iobuild </li></ul><ul><li>Dean International </li></ul>
In summary <ul><li>Write text as naturally as possible </li></ul><ul><li>Check afterwards that the target phrase(s) is inc...
Internal Links
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Meta Tags – The Title tag
Meta Tags – The Title tag
Different Pages Optimised for  Different  Keyphrases
Meta Tags  Keyword and Description tags
www.asgservices.co.uk  – H1 tag
Optimising your Metadata-   Important that the tags show a theme between    each other and the visible content   <ul><li>T...
Major Ranking Factors <ul><li>On Page Factors  (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, descripti...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Use  www.linkpopularity.com  to check your links Inbound Links
Where do links come from? <ul><li>Directories </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Industry specific <...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Google Analytics – free and comprehensive
Phone Call Tracking <ul><li>Visitor level call tracking possible by generating unique numbers for every visitor </li></ul>...
International SEO
Websites and Localisation –  Why bother with translation?  www.cilt.org.uk
An example  www.noisekiller.co.uk <ul><li>European focus with Italian distributor </li></ul><ul><li>Part of website transl...
Mistranslation Examples <ul><li>“ Please dial 7 to retrieve your auto from the garbage” </li></ul>Mistranslation: Hotel Rome
Mistranslation Examples <ul><li>“ Why go somewhere else to be cheated when you can come here” </li></ul>Mistranslation: In...
Mistranslation Examples <ul><li>“ Please hang yourself here” </li></ul>Mistranslation: Hotel cloakroom, Berlin
Mistranslation Examples <ul><li>“ Nothing sucks like an Electrolux” </li></ul>Mistranslation: Ad targeting the US
Mistranslation Examples <ul><li>“ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists...
Register with  Google Webmaster Central (GWC)
www.manacad.com – foreign language ‘landing pages’ add metatags
Country specific top level domains
Different languages on the same domain www.pneumat-europe.com
 
<ul><li>Marketing Internationally and the Web </li></ul><ul><ul><li>Link Building Strategies </li></ul></ul>
Link Building Strategies <ul><li>Why is link building important? </li></ul><ul><li>1. Links from other sites to ours gener...
Where do these links come from? <ul><li>Many places… but we need to develop them in a structured way </li></ul><ul><li>Dir...
External links – anchor text
Europages – An Effective European Business Directory
Use  www.linkpopularity.com  to  check links
Yahoo Site Explorer
www.alibaba.com  –  worlds largest  B2B Directory
Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
Anchor Text  Example <ul><ul><li><a href=&quot;http://www.youreventsltd.com&quot;> Exclusive Wedding Planners  </a> </li><...
Where do these links come from? PR (‘Public Relations ’) Sites <ul><li>PR Directories </li></ul><ul><li>Examples </li></ul...
Ensure Press Releases get Anchor text based links back to  website
www.dgcos.org.uk <ul><li>Using Logos/accreditations to get backlinks </li></ul><ul><li>Logo gets sent to accredited member...
Use ‘AddThis’ to allow people to bookmark your pages
www.janklin.com  – free lessons <ul><li>http://www.janklin.com/blog/lesson-7-link-building-1 </li></ul><ul><li>http://www....
New site or not? <ul><li>New domains take a while to get ranked by Google (let’s say 6 months) </li></ul><ul><li>If possib...
Essentials for new sites…. <ul><li>Your Content management system (CMS) has to produce search engine compliant metadata – ...
Redesigning an existing website - Preserving Page Rank <ul><li>The inner ‘Page Rank’ equity has to be preserved </li></ul>...
Search Engine friendly  Redirection -301’s  <ul><li>301 redirects tell google bot that one page should be permanently redi...
Marketing Internationally and the Web - Social media
Alexa.com –  top sites worldwide
See the top visited sites around  the world – 120 countries – top 100 sites
Social Media Marketing
Put your blog at the epicentre of your social media and web marketing A typical blog….
Benefits of a Good Blog <ul><li>Good way to keep in touch with your audience </li></ul><ul><ul><li>Rss, email, bookmarking...
Linking your digital assets
<ul><li>Your Blog </li></ul><ul><li>-articles </li></ul><ul><li>Press releases </li></ul><ul><li>Lessons </li></ul><ul><li...
Facebook and Marketing <ul><li>Over 500 million active users </li></ul><ul><li>Adding users at the rate of 250,000 per day...
Your Facebook entry in Search Results <ul><li>Dear friend,   I am 100% serious about my business, but that is not to mean ...
What can I do on Facebook? <ul><li>Set up a business page </li></ul><ul><ul><li>Build a fan base, get found by search </li...
 
www.winetravelguides.com
Advertise directly
Advertise Directly <ul><li>Target by gender,age, location, keywords… </li></ul><ul><li>Use ‘pay per click’ or ‘pay per vie...
Set up a personal profile
Find friends and associates
Instant Success with Facebook Ampfab has only been formed for 4 months......   Not only did we get an immediate order for ...
Increase your visibility <ul><li>Start your own discussion group or community </li></ul><ul><li>Participate in other discu...
Winetravelguides.com – website, blog,  facebook, twitter…
www.winetravelguides.com <ul><li>Active on LinkedIn </li></ul><ul><li>Early adopter of Twitter </li></ul><ul><li>Blogs ext...
Twitter - Microblogging <ul><li>Twitter and promotion </li></ul><ul><li>Twitter and real time search </li></ul>
Twitter and Promotion <ul><li>Promotion of your products, websites, events….. </li></ul><ul><li>140 characters BUT links b...
What not to do….
Twitter and realtime search
Target something topical as a  search tactic
Twitter for Business Leads <ul><li>Searches for tweets relating to play equipment </li></ul><ul><li>Responds to situations...
Twitter and Promoted Tweats – see the 140 second video-     http://help.twitter.com/entries/142161 <ul><li>Twitter’s first...
TweetDeck –  integrate Twitter, FaceBook,  LinkedIn etc within one simple to use interface
Twellow.com <ul><li>Twitter </li></ul><ul><li>Directory </li></ul><ul><li>See what people are tweeting about in your secto...
YouTube and Video <ul><li>Now the number 2 search engine </li></ul><ul><li>Promote your products via YouTube and other vid...
 
Optimise your clips…
Video SEO guidelines -Posted <ul><li>Ensure video is tagged with relevant keywords </li></ul><ul><li>Ensure it is in the m...
Google Universal Search
Digital Assets Optimisation (DAO) <ul><li>Optimise you website But also ensure all other digital assets get visibility.. <...
Instant Google –  just add words
 
 
 
<ul><li>Marketing Internationally and the Web </li></ul><ul><ul><li>Pay per Click Advertising –Module 6 </li></ul></ul>
Search Marketing in Worldwide Shipping <ul><li>Use a combination of Pay per Click and Search engine optimisation to transf...
<ul><ul><li>Search Marketing – Maximising your position in the hitlist </li></ul></ul><ul><ul><li>Click throughs dissipate...
Pay Per Click and the digital media mix % share of revenues for 2008 Source: PricewaterhouseCoopers / Internet Advertising...
 
Ever seen this?
Google Adwords
Yahoo PPC
Microsoft PPC
What determines your ads position? <ul><li>Bid price </li></ul><ul><li>Advert effectiveness </li></ul><ul><li>Landing page...
WHY USE PAY PER CLICK? <ul><li>Capture many – 100’s, 1000’s of keyphrases </li></ul><ul><ul><li>No website changes like op...
Tap into overseas markets
Capture The Long Tail Eg’ Health insurance’  versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
Capture the ‘long tail’ -200,000 keyphrases  Targeted -65,000 alone for boilers -long tail phrases –  ‘worcester Greenstar...
Segment and target Best Practice:  Match the Terms  (and Pages)  to Customers’ Intents Customer Need Keyword Attributes Ex...
www.royaldubai.co.uk  – PPC then SEO
Measure your performance
www.spyfu.com
adwords.google.co.uk/   - try the tutorial
How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives  ...
https:// adwords.google.co.uk/select/KeywordToolExternal
Content Match  – branding   benefits Content Match:  Sponsored search results appear according to the editorial content on...
Using the Content Network <ul><li>Use Google content network </li></ul><ul><li>Focus on what you can do at the hotel </li>...
Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £...
<ul><li>Choose titles and descriptions that are relevant to the search </li></ul><ul><ul><li>Strong ‘call to action’ </li>...
<ul><li>The ad links directly to the relevant landing page </li></ul>Do’s and Dont’s
<ul><li>The ad links directly to the relevant landing page </li></ul><ul><li>Choose titles and descriptions that are relev...
An Ideal Landing Page… www.free-employer-advice.co.uk
Landing Pages <ul><li>Its not just the home page which needs to engage your audience </li></ul><ul><li>Pages searchers and...
An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which  reflect what has been ...
For a copy of the slides…. <ul><li>Just email –  [email_address] </li></ul><ul><li>01928 788100 </li></ul><ul><li>07946 51...
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  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • Search Submit Pro is a unique solution, designed to compliment your Sponsored Search and SEO programs. SSP allows you to manage search in a holistic way and to deliver the right message to the right consumer at the right time. To provide some context around why marketers value the SSP program, I want to start by talking a bit about the search landscape and searcher behavior. Today there are 155 million unique searchers in the U.S. and the population of searchers is growing 28% YOY. As this search activity continues to grow, these searches are also becoming more complex. In 1998 an avg query was made of 1 ½ words. Today, 57% of all queries are made up of three or more words. The explosion of search and searcher sophistication really highlights the need for having the right tools in your arsenal to target the right consumers.
  • The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module. Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words. Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.? In these case we should rule out the phrase or think how we could make it more specific by changing it Competition is another factor which is sometimes considered
  • Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
  • There are many different ways to develop external links. The important point is to have a plan which we can use to develop our ongoing approach to link building. As we move through, particularly the practical exercises later, you will begin to put your own plans for successful link development in place.
  • In the example here a keyphrase on the site is ‘technical translation’ so ideally the incoming link should include ‘technical translation’ in the hyperlink text. This is optimal for SEO and where we have control (for example when sending details to a reciprocal linking partner) we should ensure this is the case. Of course we do not always have this control – many directories dictate the form of the link.
  • A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  • In the practical exercise you will download the Google toolbar which will allow you to determine the Page Rank of every site you visit. You will also check your own. This indicator (shown above) is just that, an indicator. Increasingly people are reporting that its accuracy is suspect and that Google may be intentionally giving out inaccurate PRs so its more difficult for people to fathom its algorithm. However it remains an important indicator for most sites but care must be taken not to consider it as absolutely accurate.
  • There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.
  • Uktisw online marketing-jan2011-slideshare

    1. 1. <ul><li>International Search Marketing for Export Success </li></ul><ul><li>Jan Klin </li></ul><ul><li>Jan Klin & Associates </li></ul><ul><li>01928 788100 </li></ul><ul><li>07946 513521 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.janklin.com </li></ul>
    2. 2. <ul><li>SEO– Maximising your position in the hitlist </li></ul><ul><li>Click throughs dissipate as we move down the list </li></ul><ul><li>36% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul>
    3. 3. Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries
    4. 4. Submitting to Yandex <ul><li>http://webmaster.yandex.ru/addurl.xml </li></ul>
    5. 5. SEO in Business to Business
    6. 6. SEO in Business to Consumer
    7. 7. The French Site
    8. 8. SEO success in High Tech Manufacturing SEO in High Tech
    9. 9. SEO success in High Tech
    10. 10. Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc
    11. 11. Universal Search <ul><li>Google maps, news, images, You Tube, Blogs, MySpace,etc…. </li></ul><ul><li>Certainly Google Base if you have products to sell - http://base.google.com/ </li></ul>
    12. 12. Google Base – shopping results Google Base – Shopping Results
    13. 14. Google Places <ul><li>Address details on optimised (home) page </li></ul><ul><li>Geo info in ‘title’ tag </li></ul><ul><li>Entry in local directories – eg Yell </li></ul><ul><li>Entry in Tripadvisor if you are a hotel </li></ul>
    14. 15. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><ul><li>Check/correct internal linking </li></ul></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    15. 16. The Spidering Process
    16. 17. Are you in the Google index? Site:www.yourdomain.com <ul><li>Use the ‘Site’ command with your domain name at the Google search box </li></ul><ul><li>For Example: </li></ul><ul><li>Site:www.businesslinkkent.com </li></ul><ul><li>497 web pages in the index </li></ul>
    17. 18. Check your spiderability – can the search engines spider your whole site? <ul><li>http://tools.seobook.com/general/spider-test/index.php </li></ul><ul><li>http://www.se-spider.com / </li></ul>
    18. 19. http://www.se-spider.com /
    19. 20. HTML Sitemap
    20. 21. <ul><li>Use a sitemap </li></ul><ul><li>Use html navigation </li></ul><ul><li>Add html links to all other important pages </li></ul><ul><li>Use a google sitemap </li></ul><ul><ul><li>www. xml - sitemaps .com </li></ul></ul><ul><li>Check your spiderability at </li></ul><ul><ul><li>http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl </li></ul></ul>MAKE YOUR SITE “ SPIDERABLE ”
    21. 22. Register with Google Webmaster Central (GWC)
    22. 23. Getting the right domain and hosting <ul><li>UK company </li></ul><ul><li>Targeting the UK </li></ul><ul><li>In UK English </li></ul><ul><li>Weak on inbound links </li></ul><ul><li>.com domain </li></ul><ul><li>But - Google thinks it’s NORWEGIAN </li></ul><ul><ul><li>Because that’s where it’s hosted……. </li></ul></ul>
    23. 24. International traffic Issues <ul><li>Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc) </li></ul><ul><li>If you have a .com (or .net, .info etc) they will use your hosting location to determine this </li></ul><ul><li>Use Google Webmaster central to override this and tell Google where you want traffic from </li></ul>
    24. 25. Multi language/ Multi site issues <ul><li>Option 1: Have different translated versions of the same website under different TLD’s (eg – www.heskins.it; www.heskins.fr ) </li></ul><ul><li>Option 2: Have a .com domain with separate country specific folders with translated pages AND use GWC to instruct Google that different parts of the site are relevant to different countries (see www.pneumat-europe.com ) </li></ul><ul><ul><li>Another option here is to use subdomains rather than folders (eg www.deutch.yoursite.com ) </li></ul></ul>
    25. 26. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><ul><li>Check/correct internal linking </li></ul></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    26. 27. Strategy and Process <ul><li>The right keywords or keyphrases are the starting point for our strategy </li></ul><ul><li>Traffic from a variety of uncommon phrases? </li></ul><ul><ul><li>Eg ‘marketing training courses Manchester’ </li></ul></ul><ul><li>One big win on a major phrase? </li></ul><ul><ul><li>Eg ‘Training courses’ </li></ul></ul><ul><ul><li>‘ personal loans’ </li></ul></ul>
    27. 28. SEARCHER BEHAVIOUR Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy <ul><li>Search activity is growing </li></ul><ul><li>25.9M unique searchers in Europe </li></ul><ul><li>304M searches per month </li></ul><ul><li>453M page views </li></ul>Searches are becoming more sophisticated and specific: 2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words 57% of search queries involve 3+ words 2010 Search Queries by Number of Words
    28. 29. Keyphrase Selection <ul><li>It’s a two stage process… </li></ul><ul><li>1. Developing the Initial List </li></ul><ul><li>2. Refining and shortlisting your choices </li></ul><ul><li>See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html </li></ul>
    29. 30. Developing the Initial List <ul><li>- Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant </li></ul><ul><li>- Study your web stats for keyphrases which have driven people to your site </li></ul><ul><li>- Take you mates down the pub and ask them what they would type in to find you </li></ul><ul><li>- Use web based tools eg Google Keyword Tool:- </li></ul><ul><li>- You could even ask your customers and suppliers </li></ul>
    30. 31. https:// adwords.google.co.uk/select/KeywordToolExternal
    31. 32. www.digitalpoint.com
    32. 33. Keyphrase Analysis <ul><li>Or…run a pay per click campaign! </li></ul><ul><ul><li>3 months </li></ul></ul><ul><li>This way you’ll find out what really works </li></ul><ul><ul><li>What converts to sales or enquiries </li></ul></ul>
    33. 34. What are the main factors to consider when selecting and prioritising keyphrases? <ul><li>Search Volume – the number of monthly searches </li></ul><ul><ul><li>The bigger the better? </li></ul></ul><ul><li>Business Relevance – how important is this term to my business </li></ul><ul><li>Keyphrase relevance – what is the searcher looking for when using this phrase </li></ul><ul><ul><li>Single word phrases are not good as its difficult to know the searchers intent </li></ul></ul><ul><ul><li>Phrases can have different meanings ‘eg ‘cold treatment’ </li></ul></ul><ul><ul><li>Mix ‘long tail’ and ‘head phrases’ </li></ul></ul><ul><li>Competition – how much competition is there for this phrase </li></ul>
    34. 35. What do you do if there’s no direct translation? <ul><li>“ City breaks” has no direct equivalent in: </li></ul><ul><ul><li>French </li></ul></ul><ul><ul><li>German </li></ul></ul><ul><ul><li>Dutch </li></ul></ul><ul><ul><li>Spanish </li></ul></ul><ul><ul><li>Italian </li></ul></ul>
    35. 38. Sometimes it’s a problem…
    36. 39. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><ul><li>Check/correct internal linking </li></ul></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    37. 40. Major Ranking Factors <ul><li>On Page Factors (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, description, H1 </li></ul></ul><ul><ul><li>Visible (readable) html content </li></ul></ul><ul><ul><li>Internal links </li></ul></ul><ul><li>Off Page Factors (‘Competitive Differentiators’) </li></ul><ul><ul><li>Inbound link infrastructure </li></ul></ul><ul><ul><li>Directories, blogs, pr sites, etc, etc.. </li></ul></ul><ul><ul><li>Domain trust – age, age of links </li></ul></ul><ul><li>Behavioural (less important generally , BUT will become more important) </li></ul><ul><ul><li>Number of visits, length of stay, social media activity… </li></ul></ul>
    38. 41. Textual content is King <ul><li>There is no substitute for good ‘keyword rich’ content </li></ul><ul><ul><li>At least 200-250 words </li></ul></ul><ul><ul><li>Content semantically related to keywords (LSI) </li></ul></ul><ul><ul><ul><li>Eg, valentine, love, hearts, romance </li></ul></ul></ul><ul><ul><ul><li>Focus on natural writing of copy </li></ul></ul></ul><ul><li>Add new relevant content as often as you can </li></ul><ul><ul><li>Use pdf’s, word documents </li></ul></ul><ul><ul><li>New pages with related content – eg history, background, instructions </li></ul></ul>
    39. 42. The Keyword Density Issue for Visible Text <ul><li>What do you think of this bit of copywriting! </li></ul><ul><li>Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets </li></ul><ul><li>1%-3% is ideal (keep below 10%) </li></ul><ul><li>Check you density with: </li></ul><ul><ul><li>www.ranks.nl/tools/spider.html </li></ul></ul>
    40. 43. www.asgservices.co.uk
    41. 44. Capturing content below the scroll
    42. 45. www.aadrvarksafaris.com
    43. 48. Even Busy Ecommerce sites!
    44. 49. More copywriting examples…. <ul><li>Iobuild </li></ul><ul><li>Dean International </li></ul>
    45. 50. In summary <ul><li>Write text as naturally as possible </li></ul><ul><li>Check afterwards that the target phrase(s) is included the right number of times </li></ul><ul><ul><li>3 repetitions per 100 words is generally enough. </li></ul></ul><ul><ul><li>Punctuation not important </li></ul></ul><ul><li>The phrases can be included in:- </li></ul><ul><ul><li>The main text </li></ul></ul><ul><ul><li>Header tags (h1, h2 etc) </li></ul></ul><ul><ul><li>In in-text links </li></ul></ul><ul><ul><li>In navigation links </li></ul></ul><ul><ul><li>In footnotes </li></ul></ul><ul><ul><li>In ‘alt’ tags </li></ul></ul>
    46. 51. Internal Links
    47. 52. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><ul><ul><li>Title tag, description tag, keyword tag, </li></ul></ul></ul><ul><ul><ul><li>H1 Tag (see lloyd and Asg) </li></ul></ul></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    48. 53. Meta Tags – The Title tag
    49. 54. Meta Tags – The Title tag
    50. 55. Different Pages Optimised for Different Keyphrases
    51. 56. Meta Tags Keyword and Description tags
    52. 57. www.asgservices.co.uk – H1 tag
    53. 58. Optimising your Metadata- Important that the tags show a theme between each other and the visible content <ul><li>Title tag </li></ul><ul><ul><li>No more than 10 words, use hyphens, commas pipes (|) as delimiters </li></ul></ul><ul><ul><li>Main keyphrase at the beginning of the tag </li></ul></ul><ul><li>Keyword tag </li></ul><ul><ul><li>No more than 4 words </li></ul></ul><ul><ul><li>All lower case </li></ul></ul><ul><ul><li>Separated by a comma then a space </li></ul></ul><ul><ul><ul><li>Eg web marketing, ecommerce training, internet consultancy…… </li></ul></ul></ul><ul><ul><ul><li>Only include phrases WHICH ARE ON THE PAGE! </li></ul></ul></ul><ul><li>Description tag </li></ul><ul><ul><li>No more than 25 words </li></ul></ul><ul><ul><li>Should contain keywords – up to 3 repetitions </li></ul></ul><ul><ul><li>‘ salesy’ to encourage click throughs </li></ul></ul>
    54. 59. Major Ranking Factors <ul><li>On Page Factors (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, description, H1 </li></ul></ul><ul><ul><li>Visible (readable) html content </li></ul></ul><ul><ul><li>Internal links </li></ul></ul><ul><li>Off Page Factors (‘Competitive Differentiators’) </li></ul><ul><ul><li>Inbound link infrastructure </li></ul></ul><ul><ul><li>Directories, blogs, pr sites, etc, etc.. </li></ul></ul><ul><ul><li>Domain trust – age, age of links </li></ul></ul><ul><li>Behavioural (less important generally , BUT will become more important) </li></ul><ul><ul><li>Number of visits, length of stay </li></ul></ul>
    55. 60. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><ul><ul><li>Title tag, description tag, keyword tag, </li></ul></ul></ul><ul><ul><ul><li>H1 Tag (see lloyd and Asg) </li></ul></ul></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    56. 61. Use www.linkpopularity.com to check your links Inbound Links
    57. 62. Where do links come from? <ul><li>Directories </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Industry specific </li></ul></ul><ul><ul><li>Some free some paid for </li></ul></ul><ul><li>Strategic Partnership links </li></ul><ul><li>Reciprocal links </li></ul><ul><li>In newsgroups and other forums </li></ul><ul><li>Portals </li></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>ecommerce </li></ul></ul><ul><li>In Blogs </li></ul><ul><li>Banners </li></ul><ul><li>Affiliates </li></ul><ul><li>Social Media sites </li></ul>
    58. 63. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><ul><ul><li>Title tag, description tag, keyword tag, </li></ul></ul></ul><ul><ul><ul><li>H1 Tag (see lloyd and Asg) </li></ul></ul></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    59. 64. Google Analytics – free and comprehensive
    60. 65. Phone Call Tracking <ul><li>Visitor level call tracking possible by generating unique numbers for every visitor </li></ul><ul><li>We can track.. </li></ul><ul><ul><li>PPC or SEO </li></ul></ul><ul><ul><li>Specific keyword typed </li></ul></ul><ul><ul><li>Visited direct or via a directory/link </li></ul></ul><ul><ul><li>Offline campaigns can be integrated </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Which keywords are driving sales/enquiries and which are not </li></ul></ul><ul><ul><li>Which regions are most important </li></ul></ul><ul><ul><li>Phone calls can be listened to for improvements </li></ul></ul>
    61. 66. International SEO
    62. 67. Websites and Localisation – Why bother with translation? www.cilt.org.uk
    63. 68. An example www.noisekiller.co.uk <ul><li>European focus with Italian distributor </li></ul><ul><li>Part of website translated into Italian </li></ul><ul><li>Used Italian web designer to produce Italian pages </li></ul>
    64. 69. Mistranslation Examples <ul><li>“ Please dial 7 to retrieve your auto from the garbage” </li></ul>Mistranslation: Hotel Rome
    65. 70. Mistranslation Examples <ul><li>“ Why go somewhere else to be cheated when you can come here” </li></ul>Mistranslation: Indian shop window
    66. 71. Mistranslation Examples <ul><li>“ Please hang yourself here” </li></ul>Mistranslation: Hotel cloakroom, Berlin
    67. 72. Mistranslation Examples <ul><li>“ Nothing sucks like an Electrolux” </li></ul>Mistranslation: Ad targeting the US
    68. 73. Mistranslation Examples <ul><li>“ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays” </li></ul>Mistranslation: Moscow hotel lobby
    69. 74. Register with Google Webmaster Central (GWC)
    70. 75. www.manacad.com – foreign language ‘landing pages’ add metatags
    71. 76. Country specific top level domains
    72. 77. Different languages on the same domain www.pneumat-europe.com
    73. 79. <ul><li>Marketing Internationally and the Web </li></ul><ul><ul><li>Link Building Strategies </li></ul></ul>
    74. 80. Link Building Strategies <ul><li>Why is link building important? </li></ul><ul><li>1. Links from other sites to ours generate traffic for us </li></ul><ul><ul><li>Eg A reference from a directory such as Yell.com will lead people directly to us </li></ul></ul><ul><li>2. It is an important factor in our search engine rankings </li></ul><ul><ul><li>The more links the more important we are for search engines </li></ul></ul><ul><ul><li>CHECK YOUR LINKS AT www.linkpopularity.com </li></ul></ul>
    75. 81. Where do these links come from? <ul><li>Many places… but we need to develop them in a structured way </li></ul><ul><li>Directories </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Industry specific </li></ul></ul><ul><ul><li>Some free some paid for </li></ul></ul><ul><ul><li>International </li></ul></ul><ul><li>Strategic Partnership links </li></ul><ul><li>Reciprocal links </li></ul><ul><li>In newsgroups and other forums </li></ul><ul><li>Social Media sites </li></ul><ul><li>Blogs </li></ul><ul><li>Banners </li></ul><ul><li>Affiliates </li></ul>
    76. 82. External links – anchor text
    77. 83. Europages – An Effective European Business Directory
    78. 84. Use www.linkpopularity.com to check links
    79. 85. Yahoo Site Explorer
    80. 86. www.alibaba.com – worlds largest B2B Directory
    81. 87. Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
    82. 88. Anchor Text Example <ul><ul><li><a href=&quot;http://www.youreventsltd.com&quot;> Exclusive Wedding Planners </a> </li></ul></ul>
    83. 89. Where do these links come from? PR (‘Public Relations ’) Sites <ul><li>PR Directories </li></ul><ul><li>Examples </li></ul><ul><ul><li>PRWeb </li></ul></ul><ul><ul><li>PR World </li></ul></ul><ul><ul><li>Google News </li></ul></ul>
    84. 90. Ensure Press Releases get Anchor text based links back to website
    85. 91. www.dgcos.org.uk <ul><li>Using Logos/accreditations to get backlinks </li></ul><ul><li>Logo gets sent to accredited members to afix to their website </li></ul><ul><li>Code is included within the logo with ‘anchor text’ based link back to website </li></ul>
    86. 92. Use ‘AddThis’ to allow people to bookmark your pages
    87. 93. www.janklin.com – free lessons <ul><li>http://www.janklin.com/blog/lesson-7-link-building-1 </li></ul><ul><li>http://www.janklin.com/blog/lesson-10-link-building-2 </li></ul>
    88. 94. New site or not? <ul><li>New domains take a while to get ranked by Google (let’s say 6 months) </li></ul><ul><li>If possible add new pages to existing sites to get quicker rankings </li></ul><ul><li>If necessary use existing domain to capture phrases and redirect to new site </li></ul><ul><ul><li>Eg Heskins.com to Heskins.fr and Heskins.it </li></ul></ul><ul><ul><li>Use .com to capture italian and french searches and redirect to relevant site </li></ul></ul><ul><ul><li>Use GWC to tell Google that part of .com site dedicated to french and italian traffic </li></ul></ul>
    89. 95. Essentials for new sites…. <ul><li>Your Content management system (CMS) has to produce search engine compliant metadata – unique on every page </li></ul><ul><li>The CMS should generate SE friendly urls </li></ul><ul><ul><li>Eg www.yoursite.co.uk/blue_widgets </li></ul></ul><ul><ul><li>NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?tabId=3&BV_SessionID=EngineID=cccd </li></ul></ul><ul><li>You need the functionality to override this metadata to streamline the SEO moving forwards </li></ul><ul><li>The architecture has to be search engine optimised – eg most important pages close to homepage </li></ul><ul><li>Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering </li></ul><ul><li>http://www.janklin.com/blog/seo-and-new-websites </li></ul>
    90. 96. Redesigning an existing website - Preserving Page Rank <ul><li>The inner ‘Page Rank’ equity has to be preserved </li></ul><ul><li>5 th item down is www.bodycote.com/?OB=1 – 20 </li></ul><ul><ul><li>This page has a Page Rank value of 5 </li></ul></ul><ul><li>What will happen to this equity when a new page is set up? </li></ul><ul><li>Search Engine friendly redirection of each page is essential </li></ul>
    91. 97. Search Engine friendly Redirection -301’s <ul><li>301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity </li></ul><ul><li>Use to transfer page rank from old page to a new one </li></ul><ul><li>Jan’s blog – how to do 301’s </li></ul><ul><ul><li>http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html </li></ul></ul>
    92. 98. Marketing Internationally and the Web - Social media
    93. 99. Alexa.com – top sites worldwide
    94. 100. See the top visited sites around the world – 120 countries – top 100 sites
    95. 101. Social Media Marketing
    96. 102. Put your blog at the epicentre of your social media and web marketing A typical blog….
    97. 103. Benefits of a Good Blog <ul><li>Good way to keep in touch with your audience </li></ul><ul><ul><li>Rss, email, bookmarking </li></ul></ul><ul><li>Integrated Blog (eg Wordpress) helps with SEO </li></ul><ul><ul><li>Long tail, links </li></ul></ul><ul><li>Search engine compliant </li></ul><ul><ul><li>Metatagging automatic </li></ul></ul><ul><ul><li>Textual content </li></ul></ul><ul><ul><li>Adds authority </li></ul></ul><ul><li>Your bridge to Social Media Marketing </li></ul>
    98. 104. Linking your digital assets
    99. 105. <ul><li>Your Blog </li></ul><ul><li>-articles </li></ul><ul><li>Press releases </li></ul><ul><li>Lessons </li></ul><ul><li>-reviews </li></ul><ul><li>-guides </li></ul><ul><li>…… </li></ul>PR sites (eg PRweb.com) Social Bookmarking sites (eg delicious.com ) Social Networking sites (eg Facebook) Syndicate content to other blogs Microblogging sites (eg Twitter) RSS to others Email to contact database Video sites (eg YouTube) Submit to article sites
    100. 106. Facebook and Marketing <ul><li>Over 500 million active users </li></ul><ul><li>Adding users at the rate of 250,000 per day </li></ul><ul><li>Top Social Search Engine </li></ul><ul><li>Largest Social media site </li></ul>
    101. 107. Your Facebook entry in Search Results <ul><li>Dear friend, I am 100% serious about my business, but that is not to mean I am 100% serious about myself. That is why sometimes I wear my smoking jacket with the inside on the outside! It is also why I have put together comic tape of bloopers from my TV advertisements for your amusement. If you have a buddy who would like an amusement, why not send this on to them? To watch bloops, visit comparethemeerkat.com /my-movies To compare cheap car insurance visit comparethemarket.com Simples! All my best, Aleksandr P.S. I have over 300,000 friends on Facebook and over 9,000 followers on Twitter , who send me nice messages. If you are meerkat afficionado I would love hear from you. </li></ul>
    102. 108. What can I do on Facebook? <ul><li>Set up a business page </li></ul><ul><ul><li>Build a fan base, get found by search </li></ul></ul><ul><li>Advertise directly </li></ul><ul><li>Set up a personal page </li></ul><ul><li>Engage in discussion groups and networks </li></ul>
    103. 110. www.winetravelguides.com
    104. 111. Advertise directly
    105. 112. Advertise Directly <ul><li>Target by gender,age, location, keywords… </li></ul><ul><li>Use ‘pay per click’ or ‘pay per view’ </li></ul><ul><ul><li>Low click through rates so PPC best </li></ul></ul><ul><li>Use Google Adwords content targeting </li></ul>
    106. 113. Set up a personal profile
    107. 114. Find friends and associates
    108. 115. Instant Success with Facebook Ampfab has only been formed for 4 months......  Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd
    109. 116. Increase your visibility <ul><li>Start your own discussion group or community </li></ul><ul><li>Participate in other discussion groups or networks - (55,000 active networks) </li></ul><ul><li>Become a ‘fan’ </li></ul>
    110. 117. Winetravelguides.com – website, blog, facebook, twitter…
    111. 118. www.winetravelguides.com <ul><li>Active on LinkedIn </li></ul><ul><li>Early adopter of Twitter </li></ul><ul><li>Blogs extensively </li></ul><ul><li>Facebook, Myspace exposure </li></ul><ul><li>Facebook </li></ul><ul><ul><li>1054 fans </li></ul></ul><ul><ul><li>Advertises daily (£5/day) </li></ul></ul><ul><ul><li>Posts weekly </li></ul></ul><ul><ul><li>55% of leads/sales via Facebook </li></ul></ul><ul><ul><li>One ‘big win’ </li></ul></ul>
    112. 119. Twitter - Microblogging <ul><li>Twitter and promotion </li></ul><ul><li>Twitter and real time search </li></ul>
    113. 120. Twitter and Promotion <ul><li>Promotion of your products, websites, events….. </li></ul><ul><li>140 characters BUT links back to more detailed content </li></ul><ul><li>Link your Blog to Twitter to save time </li></ul>
    114. 121. What not to do….
    115. 122. Twitter and realtime search
    116. 123. Target something topical as a search tactic
    117. 124. Twitter for Business Leads <ul><li>Searches for tweets relating to play equipment </li></ul><ul><li>Responds to situations requiring product supply to generate business opportunities </li></ul>
    118. 125. Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161 <ul><li>Twitter’s first real attempt at monetisation </li></ul><ul><li>Pay to have your selected tweats appear at the top of the search list </li></ul><ul><li>People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results </li></ul><ul><li>Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards </li></ul>
    119. 126. TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
    120. 127. Twellow.com <ul><li>Twitter </li></ul><ul><li>Directory </li></ul><ul><li>See what people are tweeting about in your sector </li></ul>
    121. 128. YouTube and Video <ul><li>Now the number 2 search engine </li></ul><ul><li>Promote your products via YouTube and other video upload sites </li></ul><ul><li>Include videos within your own website </li></ul>
    122. 130. Optimise your clips…
    123. 131. Video SEO guidelines -Posted <ul><li>Ensure video is tagged with relevant keywords </li></ul><ul><li>Ensure it is in the most appropriate category </li></ul><ul><li>Overdub the video with your domain name </li></ul><ul><li>Ensure you include a clickable domain name back to your site </li></ul><ul><li>Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category) </li></ul><ul><li>Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings </li></ul>
    124. 132. Google Universal Search
    125. 133. Digital Assets Optimisation (DAO) <ul><li>Optimise you website But also ensure all other digital assets get visibility.. </li></ul><ul><ul><li>Images (17% of all searches are for images) </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>News and Press Releases </li></ul></ul><ul><ul><li>Social Media assets </li></ul></ul><ul><li>AND – submit to appropriate sources… </li></ul><ul><ul><li>Google News, Google Base, Google Local for maximum search engine visibility </li></ul></ul><ul><li>NB – opinions and content on social media sites will become important signals for search engines </li></ul>
    126. 134. Instant Google – just add words
    127. 138. <ul><li>Marketing Internationally and the Web </li></ul><ul><ul><li>Pay per Click Advertising –Module 6 </li></ul></ul>
    128. 139. Search Marketing in Worldwide Shipping <ul><li>Use a combination of Pay per Click and Search engine optimisation to transform their business </li></ul><ul><li>In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations. </li></ul><ul><ul><li>Andy McTaggart – Managing Director, ALS Worldmovers </li></ul></ul>
    129. 140. <ul><ul><li>Search Marketing – Maximising your position in the hitlist </li></ul></ul><ul><ul><li>Click throughs dissipate as we move down the list </li></ul></ul><ul><li>33% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul>
    130. 141. Pay Per Click and the digital media mix % share of revenues for 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
    131. 143. Ever seen this?
    132. 144. Google Adwords
    133. 145. Yahoo PPC
    134. 146. Microsoft PPC
    135. 147. What determines your ads position? <ul><li>Bid price </li></ul><ul><li>Advert effectiveness </li></ul><ul><li>Landing page quality </li></ul>
    136. 148. WHY USE PAY PER CLICK? <ul><li>Capture many – 100’s, 1000’s of keyphrases </li></ul><ul><ul><li>No website changes like optimisation </li></ul></ul><ul><li>For short term promotions </li></ul><ul><li>For new websites </li></ul><ul><li>Drive country specific searchers </li></ul><ul><ul><li>Geographic targeting </li></ul></ul><ul><li>Keyphrase analysis </li></ul><ul><ul><li>More accurate than the tools </li></ul></ul><ul><li>For websites difficult to optimise </li></ul><ul><ul><li>Flash etc </li></ul></ul>
    137. 149. Tap into overseas markets
    138. 150. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
    139. 151. Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier
    140. 152. Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “ What is out there to meet my need?” “ How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “ What brands and features are there?” “ What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension Learning Shopping Buying “ I want that one!” “ Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund
    141. 153. www.royaldubai.co.uk – PPC then SEO
    142. 154. Measure your performance
    143. 155. www.spyfu.com
    144. 156. adwords.google.co.uk/ - try the tutorial
    145. 157. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
    146. 158. https:// adwords.google.co.uk/select/KeywordToolExternal
    147. 159. Content Match – branding benefits Content Match: Sponsored search results appear according to the editorial content on the page <ul><li>Benefits </li></ul><ul><li>Increased Traffic </li></ul><ul><li>Traffic Quality </li></ul><ul><ul><li>Premium Partner Network </li></ul></ul><ul><ul><li>Quality mapping </li></ul></ul><ul><ul><li>Good Conversion Rates </li></ul></ul><ul><li>Separate Bidding </li></ul><ul><li>Branding </li></ul>
    148. 160. Using the Content Network <ul><li>Use Google content network </li></ul><ul><li>Focus on what you can do at the hotel </li></ul><ul><ul><li>Scrabble, walks etc </li></ul></ul><ul><li>Ad appeared on Facebook and caused huge traffic spike </li></ul>
    149. 161. Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
    150. 162. <ul><li>Choose titles and descriptions that are relevant to the search </li></ul><ul><ul><li>Strong ‘call to action’ </li></ul></ul><ul><li>Repeat search terms in the ad </li></ul>Do’s and Dont’s
    151. 163. <ul><li>The ad links directly to the relevant landing page </li></ul>Do’s and Dont’s
    152. 164. <ul><li>The ad links directly to the relevant landing page </li></ul><ul><li>Choose titles and descriptions that are relevant to the search </li></ul><ul><ul><li>Strong ‘call to action’ </li></ul></ul><ul><li>Repeat search terms in the ad </li></ul>Do’s and Dont’s
    153. 165. An Ideal Landing Page… www.free-employer-advice.co.uk
    154. 166. Landing Pages <ul><li>Its not just the home page which needs to engage your audience </li></ul><ul><li>Pages searchers and browsers land on which are ‘call to action’ rich </li></ul><ul><li>Designed to get visitors to contact you or buy from you </li></ul>
    155. 167. An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
    156. 168. For a copy of the slides…. <ul><li>Just email – [email_address] </li></ul><ul><li>01928 788100 </li></ul><ul><li>07946 513521 </li></ul>
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